安卓智能手机的使用及其移动互联网支付

安卓智能手机的使用及其移动互联网支付(中文8000字,英文5000字)
摘要
     目的-本研究的研究目的是探讨影响安卓智能手机采用的因素及其移动互联网服务的付费意愿。
设计/方法/方式–本研究提出了一种基于理性行为理论（TRA）从软件的角度（接口方便和感知的内容），硬件（基础设施），设计（设计美学）和感知价值（情感价值，价格/价值，性能/质量价值，和社会价值）。我们进行了一个网络调查，调查数据来源于881个台湾的安卓用户。我们采用偏最小二乘法（PLS)对模型进行了验证。
结果表明：移动互联网用户和非用户的意图的影响因素不同。令人惊讶的是，设计美学对所有群体的影响是不明显的。因为有较高个人收入，男性用户更容易在智能手机上阅读电子书。
实际影响–这项研究有助于促进移动互联网用户和非用户对使用安卓智能手机和移动互联网服务付费的因素的理论认识。移动互联网服务供应商和智能手机制造商设计的产品和营销策略可以使用建议的框架。
独创性/价值–本文的主要价值在于通过移动互联网服务的订阅，给用户和非用户提供了一个对他们关注的安卓智能手机更好的了解的方式。
Android smartphone adoption and intention to pay for mobile internet
Abstract
Design/methodology/approach – The present study proposes a framework based on theory of reasoned action (TRA) from the perspectives of software (interface convenience and perceived content), hardware (perceived infrastructure), design (design aesthetics) and perceived value (emotional value, price/value for money, performance/quality value, and social value). A web survey was conducted, and data were collected from a total of 881 users of Android smartphones in Taiwan. The casual model was validated using partial least squares (PLS) techniques.
Findings – The results indicated that the influence of the factors on the intention of the mobile internet users and non-users were different. Surprisingly, the effect of design aesthetics was not significant in all of the groups. Male users were found to be more likely to read e-books on their smartphones, as are people with higher personal incomes.
Practical implications – This study contributes to a theoretical understanding of the factors that promote mobile internet users’ and non-users’ intention to adopt Android smartphones and pay for mobile internet services. The proposed framework can be used by mobile internet service providers and smartphone manufacturers to design the products and marketing strategies.
Originality/value – The primary value of this paper lies in providing a better understanding of users’ and non-users’ concerns about Android smartphone adoption and subscription of mobile internet services.